More Guerrilla Marketing Research by Robert Kaden

Author:Robert Kaden
Language: eng
Format: epub
Publisher: Kogan Page

In spite of these positives, common wisdom is that internet focus groups have not reached the stage where they are a good substitute for a live focus group, and shouldn’t generally be considered as an alternative. Should you wish to explore in greater depth why we feel this way, we’d refer you to a terrific article by George Silverman who is President of a Company called Market Navigation, Inc. Go to http://www.mnav.com/online.htm.

Essentially, our problem stems from the fact that there is no real interaction between moderator and the respondents – or between respondents – especially in the chat room version. Further, most group exercises are hard to use, non-verbal reactions are minimized and it’s very hard to observe anyone in the group other than the person talking. As such, the body language and expression of respondents goes unseen and, with it, the chance to probe areas that could prove extremely productive.

Perhaps at the heart of the problem is the fact that with online focus groups there is a lost sense of community and sharing among the respondents. Also, important interaction between the moderator and a client observing the group can be compromised. As the personal interaction becomes less, the dynamic nature of the group is minimized. And with it goes the very intimacy that is the centerpiece of a great focus group study.

This is a rapidly evolving area and we expect that further technological developments will enhance the utility of online focus groups. At this time, though, we will repeat our feeling that they are of limited value.

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